Essential Business Knowledge
All sections

Module 8 · Marketing Management

Turning products into customers and revenue: STP, the marketing mix, brand, pricing, the funnel, and marketing metrics.

Module 8 OverviewIncluded with purchase

What you'll be able to do after this module, the lesson plan, and the key frameworks.

5m
Customer & Market — STPIncluded with purchase

Segmentation, targeting, and positioning — the heart of strategy.

60m
The Marketing Mix (4Ps)Included with purchase

Product, Price, Place, Promotion — and why they must cohere.

60m
Brand & DifferentiationIncluded with purchase

What a brand really is and why it's a moat.

60m
Pricing StrategyIncluded with purchase

Cost-, competition-, and value-based pricing, and pricing tactics.

60m
Customer Acquisition & the FunnelIncluded with purchase

The funnel, digital channels, and turning strangers into buyers.

60m
Marketing Metrics — CAC, LTV & RetentionIncluded with purchase

Measuring marketing like a financial discipline.

60m
Exercise: Build a Go-to-Market PlanIncluded with purchase

Pull the whole module together into a one-page go-to-market plan for a product.

45m

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